In the world of selling, influence is everything. And when building your influence, there's no better platform than LinkedIn. In this podcast, I talk to 2 guests I have admired and explore the power of influence & authenticity to grow sales, companies, and personal brands
This episode features Zoë Hartsfield Head of Marketing & RevOps Evangelism, Swantide and Chris Cunningham , Head of Influencer Marketing / Founding Member of ClickUp!
Zoë Hartsfield, Head of Marketing & RevOps Evangelism for Swantide
Zoë is on a mission to demystify the world of tech and help as many young professionals architect the career they want within it. By creating FREE education through social media and sharing my personal experience of success and failure as I architect the career of her dreams. She has 39,000+ followers on Linkedin!
Swantide helps the fastest-growing companies design, build and manage their GTM tech stack. Founded by Taylor Lint, formerly of Replica and LinkedIn, Swantide accelerates go-live timing, scales GTM engines more efficiently and unlocks better visibility and accuracy for revenue teams. Swantide is backed by Menlo Ventures, Scribble Ventures, Neo, Village Global and Burst Capital.
Chris Cunningham Head of Influencer Marketing / Founding Member of ClickUp
Chris is an entrepreneur and business executive, currently serving as the Head of Social/Influencer Marketing of ClickUp, a productivity and project management software company he was on the founding team of in 2017. Cunningham has worked with all types of influencers has a deep knowledge and understanding of building and scaling brands.
Chris is known for his innovative approach to driving impressions to tech companies through social media. He is dedicated to making project management accessible to everyone, regardless of their level of technical expertise, and he continues to bring new people to ClickUp through many different strategies, gaining over 40 Million Impressions/mo to ClickUp.
Born in the small town of Martinsville, Virginia, Cunningham attended Virginia Tech University, where he earned a Bachelor of Science degree in Marketing and Management, as well as a minor in global business.
ClickUp is trusted by millions of users and over 100k teams at the world's best companies like Google and Nike.
Save time with the all-in-one productivity platform that brings teams, tasks, and tools together in one place. ClickUp is one app to replace them all, the future of work. More than just task management - ClickUp offers docs, reminders, goals, calendars, and even an inbox. Fully customizable, ClickUp works for every type of team, so all teams can use the same app to plan, organize, and collaborate.
Podcast Segments
Intros:
End User Impact: Share the most memorable impact story of how marketing impacted a customer
Top & Bottom Ten: Best and Worst Stories of all time collaborating with Sales
Math Time: What are 1 or 2 of the KEY metrics that define success in your marketing role
Predictions: Predictions for future of marketing (AI, ChatGPT)
Quick Plug: Swantide and ClickUp
5 Actionable Takeaways
Don't let past perceptions of your abilities limit your potential (Example Writing)
Discover and hone your strengths, and leverage them to transition into new roles or responsibilities. A background in sales can also provide valuable skills for marketing, especially in small companies where versatility is key
"Layup" Play when approaching potential customers
Offer strategy sessions to assess their needs and provide helpful recommendations and bring in sales warm for the close. This approach can build trust and show that you are genuinely interested in helping them, rather than just trying to make a sale. Also, ensure that the features you are marketing are live and available to avoid disappointing customers and damaging your credibility
Being scrappy and proactive can lead to unexpected opportunities that can benefit your customers and your business
ClickUp's founders identified an opportunity to help customers of a competitor tool going out of business by building an export tool. This effort resulted in a significant boost in revenue and customer loyalty without the need to hire additional customer service reps
To achieve alignment between sales and marketing teams, focus on revenue as the end goal rather than lead generation metrics only
Consider tying marketing goals to pipeline and revenue numbers instead of MQL or lead numbers. This approach helps ensure that all team members are working together towards a common goal rather than being measured on different metrics that can lead to misalignment and tension. By having a shared end goal of revenue, the sales and marketing teams can work more effectively together and achieve better results
To maximize your influence and reach, create meaningful and authentic content where your prospects are already spending time, such as LinkedIn or industry communities
Ensure your content adds value and makes your audience feel better at their job or feel something. Also, work with brands you like and use their products so you can authentically promote them. Leverage AI technology to streamline your sales process and gain insights into customer needs and behaviors
Make sure to follow Zoe on LinkedIn, YouTube (@nottoocorporatezo), TikTok & IG (both - @nottoocorporate), and at nottoocorporate.co and make sure to follow Chris on Linkedin, Insta and Twitter!
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Host: Josh Pappas, Director of Sales Tendo
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SaaS Influence & Marketing Episode: Zoë Hartsfield, Swantide & Chris Cunningham, Click Up